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In this study, we examine the impact of MC waiting time and self-design fun from the purchase of MC products on supply chain integration. We consider a supply chain consisting of one manufacturer, one retailer, and one customizer. The manufacturer produces and sells standardized products through the retailer, whereas the customizer sells customized products to consumers directly. The customizer can decide whether to integrate with the manufacturer (i.e., manufacturer\u2013customizer integration) or with the retailer (i.e., retailer\u2013customizer integration). We find that manufacturer\u2013customizer integration can achieve a win\u2013win\u2013win outcome for all three supply chain members when the MC waiting time is within a moderate range and the probability of consumers being satisfied with the product quality is high, but retailer\u2013customizer integration cannot achieve such an outcome, as the manufacturer will not be benefited if it does not participate in the integration. Furthermore, integration reduces the customizer\u2019s investment in the level of self-design fun, which implies that the negative effect owing to the low level of self-design fun in the supply chain integration can be compensated by the competition mitigation effect owing to supply chain integration. With endogenized self-design fun, the achievability of a win\u2013win\u2013win outcome for all three supply chain members in the manufacturer\u2013customizer integration will remain unchanged.<\/jats:p>","DOI":"10.1007\/s10479-023-05202-y","type":"journal-article","created":{"date-parts":[[2023,2,8]],"date-time":"2023-02-08T13:48:02Z","timestamp":1675864082000},"page":"595-616","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":21,"title":["Supply chain integration in mass customization"],"prefix":"10.1007","volume":"344","author":[{"given":"Bin","family":"Shen","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jianing","family":"Zhang","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Ming","family":"Cheng","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7513-9184","authenticated-orcid":false,"given":"Shu","family":"Guo","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Renlong","family":"He","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"297","published-online":{"date-parts":[[2023,2,8]]},"reference":[{"issue":"2","key":"5202_CR1","doi-asserted-by":"publisher","first-page":"204","DOI":"10.1287\/msom.1070.0155","volume":"10","author":"A Alptekino\u011flu","year":"2008","unstructured":"Alptekino\u011flu, A., & Corbett, C. 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Jianing Zhang declares that she has no conflict of interest. Ming Chen declares that she has no conflict of interest. Shu Guo declares that she has no conflict of interest. Renlong He declares that he has no conflict of interest.","order":2,"name":"Ethics","group":{"name":"EthicsHeading","label":"Conflict of interest"}},{"value":"This article does not contain any studies with animals performed by any of the authors.","order":3,"name":"Ethics","group":{"name":"EthicsHeading","label":"Ethical approval"}}]}}